Beyoncé has expanded her business portfolio by venturing into the liquor industry. In an August 20 press release, Moët Hennessy announced they have partnered with the legendary singer and launched a “groundbreaking” whisky named in honor of her great-grandfather.
The whisky, named SirDavis, is said to have taken years to create. And Beyoncé, who is a Japanese whisky lover and the founder of the whisky brand, partnered with Moët Hennessy to “help craft a one-of-a-kind flavor profile that reflected her whisky ideal”, per the release.
“I’ve always been drawn to the power and confidence I feel when drinking quality whisky and wanted to invite more people to experience that feeling,” the Cowboy Carter singer said.
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“When I discovered that my great-grandfather had been a moonshine man, it felt like my love for whisky was fated. SirDavis is a way for me to pay homage to him, uniting us through a new shared legacy. In partnering with Moët Hennessy, we have crafted a delicious American whisky that respects tradition but also empowers people to experience something new and unique in the category. You can taste it better than I could ever tell you — welcome, SirDavis.”
The release also states that Beyoncé’s paternal great-grandfather was a farmer and a moonshiner in the American South during Prohibition. He is said to have hidden whisky bottles in the empty knots of cedar trees for family members and friends to find and “enjoy.”
“For [Beyoncé] Knowles-Carter, it was this discovery that made the idea of creating a whisky brand feel predestined,” the release said.
“With SirDavis, we looked to challenge the category norms and offer something new in the space,” Dr. Bill Lumsden, a Master Distiller who led the whisky’s creation, added. “The distinctive grain selection and unusual secondary maturation in sherry casks helped us achieve a signature profile completely unique to SirDavis, one of bold sophistication.”
Besides having an input in the whisky’s creation, Beyoncé also helped with the brand’s bottle design. “The SirDavis bottle is striking and clean, with ribbed glass that beautifully catches light and highlights the liquid. It also features a black medallion with a regal bronzed horse, emblematic of strength and respect and symbolizing Knowles-Carter’s Texas roots,” the release said.
“In another nod to Knowles-Carter’s Southern heritage, the whisky is finished, blended and bottled in her home state of Texas. Unlike other acquired brands, SirDavis also makes history as Moët Hennessy’s first spirits brand developed entirely internally by Moët Hennessy in the United States. SirDavis is headquartered out of Houston, Texas.”
